Streaming audio and podcasting continue to grow at an exponential rate. That growth propels increased interest from the advertising community.
The IAB estimates that podcast ad revenues alone will more than double over the next two years, a sign of a rapidly growing and maturing marketplace. With that growth, however, streaming audio is beginning to deal with the same challenges that have plagued streaming video content. Specifically: concerns over measurement, attribution and audience targeting.
Now, Tru Optik, the OTT/connected TV ad-tech firm, and Triton Digital, the studio and podcast technology platform, are partnering in an attempt to bring those technologies and best practices from video to audio.
Under the terms of the deal, Triton’s ad server, Tap, will be integrated with Tru Optik. As a result, publishers using Tap will be able to leverage a custom audio marketplace that can facilitate targeting in about 75 million U.S. households.
Demographic, behavioral and purchase data can be used to target consumers in categories such as technology enthusiasts and gamers. The marketplace will be actionable across mobile, smart speakers, desktop and other connected devices.
“With the rise of smart speakers and other connected devices, advertisers cannot rely on device IDs or cookies alone to ensure they are connecting with the right audiences,” says Andre Swanston, CEO-cofounder at Tru Optik.